Our team had a great time at HCIC connecting with healthcare marketers, digital teams and consumer experience leaders. The conversations were practical, honest and focused on what people are actually trying to solve in their day-to-day work.
One of the clearest takeaways was how important real-world data has become for day-to-day outreach. Health systems are using third party claims and other real-world data for predictive analytics to determine which patients may need support and how to prioritize outreach. Several attendees told us their teams depend on these models to act early, reduce care gaps and encourage patients to stay connected to their physicians.
Health systems are also relying on third party claims to understand physicians’ referral patterns. Many teams are trying to strengthen provider relationships, grow service lines and improve referral pathways, but they often struggle to see what happens outside their own walls. Claims based referral insights help fill that gap and support better network planning. Many health systems are competing for the same patients and want a reliable way to connect with providers who are actively treating the conditions tied to their service lines.
At our booth, we showed how verified, HIPAA compliant real-world data supports more accurate physician targeting. HealthVerity Audiences lets teams build HCP audiences based on real clinical activity rather than modeled behavior. This includes verified diagnoses, procedures, prescription activity and specialty information. Marketers can:
HealthVerity is one of the core data providers that healthcare analytics firms rely on to deliver these predictive insights to health systems. These analytics partners use real-world data from HealthVerity to help their clients understand risk, prioritize outreach and plan engagement.
The HealthVerity team at HCIC conference 2025.
We also showed how our own audience tools can reduce the burden for health systems. Instead of modeling audiences from scratch, teams can use HealthVerity Audiences to build robust, analytically defined segments based on verified diagnoses, procedures, pharmacy activity and demographic attributes.
Patient audience targeting
Teams wanted a way to find prospective patients based on real diagnoses, procedures and pharmacy activity. This helps avoid broad lookalike models that do not always match the clinical intention of a campaign.
HCP audience targeting
Neal had several conversations about this. Many groups are competing for the same patient populations and feel pressure to encourage physicians to refer patients to the right programs or service lines. They want a practical way to reach verified providers based on real clinical behavior, not projected data.
Closing the loop on campaign impact
Neal also heard a recurring theme. Teams need a way to confirm whether their digital spending leads to meaningful results. They can get a campaign in market, but tying exposure back to real actions is still difficult. Verified claims activity helps fill that gap by connecting outreach, referral behavior and downstream activity.
Media measurement
People shared that they often rely on incomplete or delayed signals. Verified claims activity helps confirm whether the right audiences were reached and whether the campaign generated the intended outcomes.
Media network services
Some organizations were exploring new revenue opportunities. Standing up a privacy safe digital media network on their existing properties felt like a realistic option, especially for teams with tight budgets.
Accuracy came up in almost every conversation. Not the buzzword version, but the operational version. People want to know that the audiences they build match real clinical behavior and that their measurement tools can back up the results they report. We also heard that teams want support without extra complexity. They want reliable data, straightforward workflows and clarity around compliance. That aligns with our approach to verified data, which focuses on coverage, transparency, and stability.
The conference coincided with Veterans Day on November 11th. Thank you all for your service.
If we met at HCIC, thank you for stopping by! We enjoyed the conversations and the chance to learn more about your work.
If you want to continue the discussion or explore how verified data can support your marketing and digital plans, explore HealthVerity Audiences or get in touch. We are happy to help you think through next steps.